This article was originally published in the Journal of Advertising Research and features in the May edition of Admap: Data ethics.

INTRODUCTION

We all likely have heard at least a few of these “stories.” Hillary Clinton
ran an underground child-trafficking ring out of a Washington, D.C., pizza restaurant.
Bottles of Corona beer were tainted with urine. Pope Francis endorsed Donald Trump as a
presidential candidate. Tommy Hilfiger told Oprah that he didn’t want African
Americans or Asians wearing his clothes. Parkland shooting survivor Emma Gonzalez tore
in half the Constitution of the United States.